Marks & Spencer adds Danisco’s HOWARU to its yoghurt and smoothie range

12/04/06 Another noticeable success for Danisco’s HOWARU™ probiotic range as Marks & Spencer adds HOWARU Bifido to all its yoghurt and smoothie range.

Pre-tested in October 2005, the full range is now available in all Marks & Spencer’s outlets.

“This new probiotic range is the outcome of the partnership between two companies that are both setting industry-leading health standards, one in food retailing, the other in probiotic cultures.”, says Patrick Veau, Danisco Cultures Global Dairy Director.

“Including HOWARU Bifido in all our yoghurt and smoothies is part of our overall effort towards encouraging customers to eat more healthily", says Claire Hughes, nutritionist for Marks & Spencer.

"We selected Danisco as our partner for probiotics as they provide top quality strains and HOWARU™ Bifido, which is exclusive to Marks & Spencer for the UK, and has been substantiated with clinical trials", Claire adds.

As part of its probiotic offer, Danisco provides a unique turnkey marketing concept.

The HOWARU™ concept is based on highly documented probiotic strains adding up more than 20 clinical studies: HOWARU™ Bifido & Rhamnosus are recognized for their immune-modulating properties and HOWARU™ Acidophilus has long-proven its efficacy on gut health.

The concept also comprises a consumer-friendly brand and logo supported by a global consumer educational and promotional programme.

This unique HOWARU™ probiotic licence concept allows private labels or dairy manufacturers to tap the double-digit growing probiotic-enriched food market. In 2005, this market represented EUR 10B worldwide mostly in dairy applications.

http://www.danisco.com/cms/connect/corporate/media+relations/news/archive/2006/april/pressrelease_354_en.htm